Provenance helps CPG brands and retailers to better leverage sustainability claims within the customer journey. The platform will now be integrated with THG Beauty's other leading brands following the continued success of the five-year partnership with Cult Beauty, which is also part of THG Beauty's portfolio. With Provenance's data platform, framework and publishing capabilities, THG Beauty brands can publish transparent, fact-checked and credible sustainability claims.

Through this expansion, THG is setting a new standard for sustainability in the beauty industry and empowering brands and consumers to make more informed decisions.

Source: THG